MARKETING MIX: I’ll name that brand in one

Launched in 1970 to boost the company’s portfolio of children’s brands, Brand X was an instant success. The original TV ad featured sitcom star Terry Scott, of Terry and June fame, dressed as an overgrown schoolboy jealously guarding his hoard. With its revolutionary design, Brand X remains the same to this day. Before its launch, Cadbury, the parent company, had to find a way of ensuring that the chocolate did not fall off the caramel and onto children’s clothes.

Launched in 1970 to boost the company’s portfolio of children’s

brands, Brand X was an instant success. The original TV ad featured

sitcom star Terry Scott, of Terry and June fame, dressed as an overgrown

schoolboy jealously guarding his hoard. With its revolutionary design,

Brand X remains the same to this day. Before its launch, Cadbury, the

parent company, had to find a way of ensuring that the chocolate did not

fall off the caramel and onto children’s clothes.



Capitalising on the success, a children’s club was launched in 1982 and

more than 1500 members were enrolled in the first ten days, with the

total reaching 50,000. Members joined up by sending in ten wrappers and

in return received badges, stickers and a quarterly newsletter. In 1998

Brand X joined other brands such as Buttons, Fudge and Chomp under the

umbrella brand of Cadbury Land.



Can you name this brand? Fax your answer on 0171 413 4504. The first

randomly selected answer wins a bottle of champagne.



Last week’s winner was Philippa Davies, European marketing manager,

Hasbro Europe, Middlesex, who correctly identified Beefeater London Gin.